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5.01 Identify the role of promotion.

5.01 Identify the role of promotion. Promotion . Any form of communication a business or organization uses to encourage customers to purchase products and improve its public image. For example: Harris Teeter sponsors a little baseball team by purchasing new uniforms and equipment.

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5.01 Identify the role of promotion.

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  1. 5.01 Identify the role of promotion.

  2. Promotion • Any form of communication a business or organization uses to encourage customers to purchase products and improve its public image. • For example: Harris Teeter sponsors a little baseball team by purchasing new uniforms and equipment.

  3. Promotion (con’t) Sports and entertainment organizations use promotion to: • inform target market of a product. • persuade the target market to purchase the product. • remind them continuously of the product.

  4. Promotion (con’t) Examples include: • web sites • autograph sessions • fan festivals • t-shirts give-aways

  5. Promotion (con’t) Stadiums event promotions are designed to: • facilitate fan participation. • create a cheerful atmosphere.

  6. The most common types of events promotions include: 1. In-stadium promotions which occur inside stadiums or arenas. For example: • lucky seats giveaways • mascot races • football tosses • backstage access at concerts

  7. The most common types of events promotions include: • Walk-in promotions which are received as fans walk inside stadiums and arenas. For example: • T-shirts, hats, visors. • foam hands, pennants, can holders.

  8. Differentiate between institutional and product promotion. Institutional promotion, also referred to as organizational advertising, is designed to: • create a positive image. • establish and maintain goodwill. • may result in an increase in sales of the good or service.

  9. Institutional Promotion Examples include: • NBA Read to Achieve Program • Nike and Reebok basketball camps • Camp Mariah (Mariah Carey) • Daddy’s House (P. Diddy)

  10. Differentiate between institutional and product promotion Product promotion, also referred to as product advertising, is designed to: • simulate sales of a business, organization, or celebrity’s good or service. • launch new products.

  11. Product Promotion Examples include: • pre-album release listening parties. • a musician promoting release of new single. • Coca-Cola setting up pre-concert promotion booths providing samples of Vanilla Coke.

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